Hunting Leads is an invite-only newsletter to help founders and marketers scale B2B businesses. If this was forwarded to you, you can subscribe here.
Hi! This is Moby.
Welcome to Hunting Leads.
I see lots of ads every day of the week, and want to show you the 2 things that will improve your ads.
What you can expect today:
What makes a “good” ad?
How to assess your own ads for quality
How to make your ad more specific
Being clear > being clever
Enjoy!
P.S. I saw down with the B2B Content Show to share what’s working on LinkedIn ads today. Check it out here!
What makes an ad “good”?
Just like lead quality, I’ve thought about ad quality a lot.
There are a lot of ways this could be answered, but it’s important to boil this down to essentials.
2 things need to be true for an ad to be good:
Good Ad Element 1 = It feels specific to your ICP: If a right-fit prospect reads it, they think “oh I can see this is relevant to me”
Good Ad Element 2 = It’s clear what value you provide: If someone reads it, they think “oh yeah, I get it”
Here’s The Framework, Visualized:
When you're planning ads, you want to answer these:
Does this feel specific to the person that I want to stop and read this?
Is it clear the value we provide?
Your First Lever = Specificity In The Ad
Don’t overthink this.
This can be as simple as calling out your market in the ad:
Real call-outs I’ve used:
For Ambitious Realtors 👇
Nashville Parents! 👇
For [city] homeowners 👇
For country clubs 👇
Running an ecom brand? 👇
For $10M+ ecom founders: 👇
And, you can just say who the ad is for in the first line:
If you don’t have a specific title, you can lead with the use case:
P.S.Want to see more on LinkedIn Ads? Check out the B2B Content Show here.
Ding Zheng, Jake Clare, and I sat down at their dope ATX podcast studio to break down:
The state of LinkedIn ads in 2026
The one thing LinkedIn can do that Meta can't
Why to NEVER use the Boost button
Turning ad engagement into outbound opportunities
Watch it here. The first 30 seconds are a good hook (shout-out to their editing team);
Your Second Lever = Make the Value Clear
For example: This is BAD. What does this even mean??
This is not gonna attract any serious buyers at all.
Ok this is slightly better because pipeline means B2B. But it’s still a meaningless headline:
This feels a little better than before, but someone reading this will think:
Yeah cool. But how?
Why should I believe you?
Ok now this is specific:
Alright, more specific. Good. But now the reader thinks… so what?
A GOOD ad, finally! It’s clear what I do + has benefits:
This communicates a few things:
Who this is for = for $3M+ B2B founders
What I do = I generate pipeline for B2B companies with paid ads
Results = generated $10M+ for clients
Promise of speed = ads are live in 7 days
Promise of flexibility = no annual contracts
Final Word: Remember to make your ads SPECIFIC and CLEAR
Hope this helps.
- Moby | Austin, TX
